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In late March, Congress grilled TikTok CEO Shou Zi Chew over the app’s alleged dangerous and addictive features and potential privacy concerns for U.S. consumers. Creators and marketers watched in frustration and fear.
Shortly after, President Biden signed a bill prohibiting the use of TikTok in the US if Bytedance (TikTok’s parent company) does not sell its stake to American owners.
Is this the end of TikTok for the 148 million U.S. users (the largest TikTok audience in the world, by the way)? Not by a long stretch.
Here is how advertisers, marketers, and creators are preparing for the possibility of a TikTok ban in the US.
ByteDance, on May 7th, sued the government over the potential ban, terming the move “unconstitutional.“ Therefore it could take up to 2026 before the ban takes effect. Even if the company loses the case, the platform would still have the option of appealing to the U.S. Supreme Court.
Between now and when the TikTok ban is implemented, creators like Koosha Nouri argue that there is a chance to make truckloads of money. Bloomberg reports that TikTok e-commerce sales are projected to grow by at least $17.5 billion in 2024—a ten-fold increase from 2023.
Plus, news of the ban has only served to popularize the app, increasing the odds of achieving virality with TikTok content strategies. Before the TikTok ban comes into effect, creators are ramping up strategies, increasing their online presence in the app to make the most of it.
For scores of people engaged in the TikTok creator marketing ecosystem, the ban underlies the need for the diversification of marketing platforms. Creators like Nouri are cautioning against the tendency of brands to over-index on the bottom funnel and failing to diversify their platform mix.
TikTok marketers and creators are adopting broader strategies. They are no longer focussing on a few trendy platforms. Instead, they are creating omnichannel brands and thus expanding their reach, attracting more clients into the conversion funnel, and reducing the possibility of audience fatigue.
YouTube shorts, Facebook, and Instagram reels, which have a similar content style to TikTok, are good platforms for diversifying content.
Content creator Jade Beason says that the effects of a TikTok ban will ripple far beyond the U.S. and into Africa, and E.U. Beason foresees a mad dash of TikTok creators flooding YouTube and Instagram. She adds, “Creators will begin repurposing their old TikTok videos and post on other platforms multiple times a day as they used to.”
“There will be an increased sense of urgency in posting cross-platform content as creators will be desperate to move their data from TikTok to Instagram.”
Another likely scenario is for TikTok creators to ask their audiences and fans to follow them on their new social platforms. Maintaining high-quality content standards will keep the fans engaged and encourage them to remain loyal.
Industry players have witnessed the meteoric rise and demise of many platforms, such as Google+ and MySpace. When it’s all said and done, the most successful brands adjust and pivot, notwithstanding changing circumstances. The TikTok ban is a wake-up call for creators to develop content strategies that are platform-agnostic and resilient.
Moving forward, social media content will be more reusable and adaptable for different platforms, whether turning a TikTok video into a YouTube short or Instagram reel. Creators are also churning out more evergreen topics and themes that will remain viral regardless of the target platform.
For creators and marketers, the thought that TikTok could be canceled is like a stab in the heart after so many hours spent on this platform. Despite everything, the ban has taught people never to stake their whole lives on changeable platforms. It's time to rethink social media content strategies and make them more agile and resilient.
In late March, Congress grilled TikTok CEO Shou Zi Chew over the app’s alleged dangerous and addictive features and potential privacy concerns for U.S. consumers. Creators and marketers watched in frustration and fear.
Shortly after, President Biden signed a bill prohibiting the use of TikTok in the US if Bytedance (TikTok’s parent company) does not sell its stake to American owners.
Is this the end of TikTok for the 148 million U.S. users (the largest TikTok audience in the world, by the way)? Not by a long stretch.
Here is how advertisers, marketers, and creators are preparing for the possibility of a TikTok ban in the US.
ByteDance, on May 7th, sued the government over the potential ban, terming the move “unconstitutional.“ Therefore it could take up to 2026 before the ban takes effect. Even if the company loses the case, the platform would still have the option of appealing to the U.S. Supreme Court.
Between now and when the TikTok ban is implemented, creators like Koosha Nouri argue that there is a chance to make truckloads of money. Bloomberg reports that TikTok e-commerce sales are projected to grow by at least $17.5 billion in 2024—a ten-fold increase from 2023.
Plus, news of the ban has only served to popularize the app, increasing the odds of achieving virality with TikTok content strategies. Before the TikTok ban comes into effect, creators are ramping up strategies, increasing their online presence in the app to make the most of it.
For scores of people engaged in the TikTok creator marketing ecosystem, the ban underlies the need for the diversification of marketing platforms. Creators like Nouri are cautioning against the tendency of brands to over-index on the bottom funnel and failing to diversify their platform mix.
TikTok marketers and creators are adopting broader strategies. They are no longer focussing on a few trendy platforms. Instead, they are creating omnichannel brands and thus expanding their reach, attracting more clients into the conversion funnel, and reducing the possibility of audience fatigue.
YouTube shorts, Facebook, and Instagram reels, which have a similar content style to TikTok, are good platforms for diversifying content.
Content creator Jade Beason says that the effects of a TikTok ban will ripple far beyond the U.S. and into Africa, and E.U. Beason foresees a mad dash of TikTok creators flooding YouTube and Instagram. She adds, “Creators will begin repurposing their old TikTok videos and post on other platforms multiple times a day as they used to.”
“There will be an increased sense of urgency in posting cross-platform content as creators will be desperate to move their data from TikTok to Instagram.”
Another likely scenario is for TikTok creators to ask their audiences and fans to follow them on their new social platforms. Maintaining high-quality content standards will keep the fans engaged and encourage them to remain loyal.
Industry players have witnessed the meteoric rise and demise of many platforms, such as Google+ and MySpace. When it’s all said and done, the most successful brands adjust and pivot, notwithstanding changing circumstances. The TikTok ban is a wake-up call for creators to develop content strategies that are platform-agnostic and resilient.
Moving forward, social media content will be more reusable and adaptable for different platforms, whether turning a TikTok video into a YouTube short or Instagram reel. Creators are also churning out more evergreen topics and themes that will remain viral regardless of the target platform.
For creators and marketers, the thought that TikTok could be canceled is like a stab in the heart after so many hours spent on this platform. Despite everything, the ban has taught people never to stake their whole lives on changeable platforms. It's time to rethink social media content strategies and make them more agile and resilient.
